Tag Archives | social media

Twitter. What’s the point?

ShrugAt the time of writing this article, I’ve published 14.7K tweets (every one a gem, naturally). Wow, that’s a lot of characters. However, there currently seems to be  another rash of p*rn and spam accounts that are diluting the impact.

So why do I bother?

I remember a week one November, when I won three bits of business from Twitter. That was a long time ago. In fact, I can’t remember the last time it happened. These days, it seems to be increasingly full of people tweeting into the void.

So does Twitter still have a place in your digital marketing strategy?

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Copywriting for Facebook – the social end of social media

facebook

photo credit: Generation Y via photopin (license)

If you have seen the Social Networking film, you will know that Facebook grew out of purely social roots. Originally, Mark Zuckerberg and friends developed it as a platform for rating the attractiveness of the women on campus. It grew to become a way for Harvard and Yale alumni to keep in touch, before expanding to universities around the world.

Soon, we grown-ups joined in, seeing how useful it was to communicate with our global family, friends, suppliers and clients.

Initially, Facebook was completely against any type of advertising. In fact, they resisted doing anything to help businesses.

Then, they realised that’s where the money was and tagged on some extra functionality.

Facebook for business: The basics

It’s important to understand the difference between profiles, groups and pages.

  • Profiles are for individuals
    • Profiles collect friends
  • Groups are for profiles rallied around a common cause. You might set up a group around your business, but the business doesn’t ‘own’ the group. It’s a place for what I call ‘bottom-up’ communication and engagement.
    • Groups collect members
  • Pages are for businesses. The business ‘owns’ the page, and can use it for ‘top-down’ communication and engagement.
    • Pages collect likes (they used to collect fans so are still sometimes called fan pages; I predict that one day pages will collect follows, because you might like the page even though you don’t necessarily like the business)

In order to have a business page, you need to have a personal profile to act as the page admin (although you don’t have to post any updates on your profile if you don’t want to).

Top tip

If you do not ‘like’ your page from your profile, no one will know you have anything to do with it.

Objectives for your Facebook page

Only a tiny percentage of people will go back to your page once they have liked it. That means they will only see your header image once. Your page has three objectives – to get people to click the like button, visit your website, or sign up for your newsletter.

Top tip

Up to 20% of your header image can be text, so I recommend you use a free tool such as Canva to add these objectives as calls to action.

Remember, most people use Facebook on a mobile device. This means your avatar (the square picture that overlaps your header image) will usually be seen at only 30 pixels square, so make sure it reads clearly at that small size. If it’s your logo, add space top and bottom to make it square.

Most people will only see your updates in their timeline if they are logged on at the right time. That means you should post updates at least two or three times a day (on pages, you can schedule updates using the ‘clock’ icon under the posting area).

Your objective with each update is to get people to like, comment or share, so that their friends see your updates too. Therefore, add a question or call to action in some (not all) of your updates.

Top tip

I’ve seen it quoted that videos on Facebook get shared 30% more than images or text.

Facebook no longer shows all your updates to the people who have liked your page. It might be as little as 10%. This is because they want businesses to pay for promoted updates and Facebook ads

Promoted updates are guaranteed to reach many more of the people who have liked your page, and their friends too. It can mean your page gets more likes.

Remember that people on Facebook are in social mood. They are not buying and selling. So choose wisely which updates you share. They should not be too sales-y or you risk getting a backlash.

Facebook ads can work well, to get more page likes, or to drive traffic to your website. Some of my clients have found it works out at about £1 per like.

It is all a bit of a numbers game – but the real measure of success is sales.

Top tip

Be careful about running competitions on Facebook – that’s currently against the rules. Better to run the competition on your blog and link to it from Facebook.

Summary

Because of its roots, Facebook is the social end of social media. It works best for business-to-consumer (B2C) businesses, rather than business-to-business (B2B) businesses.

As a freelance copywriter, I use my personal profile to stay in touch with family, friends, and networking contacts. I try not to annoy family and friends by posting too many business updates, and am careful to protect my personal brand by not sharing social photos that will be seen by my business contacts.

I don’t post many – if any – sales messages. Even so, one of my scuba diving friends recently messaged me on Facebook to ask about a training course for her team.

Think Facebook can’t be used for business? Think again.

 

 

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Digital marketing: How it all fits together

I find myself drawing this diagram time and time again in conversation with clients about digital marketing. It shows how everything fits together, at a glance. It also shows the objective of each activity. Have a look at the diagram, then read the explanation below.

Digital marketing

Updated September 2016 because Google+ Hangouts are being replaced by YouTube Live

 

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Klout doesn’t tell the whole truth

Klout 74The good news is that my Klout score recently jumped from the 60s, where it has lingered for ages, up to 71, and then 74! It’s still rising.

The bad news is that I have no idea why, as I can’t attribute the change to any particular update or interaction.

Er, what’s Klout?

Klout is a measure of your influence on social media. Not just how many friends, fans and followers you have, but how many people engage with your updates, especially if they are ‘influential’ themselves. Find out more

If you have a Twitter account, you have a Klout score whether you like it or not (you can opt out if you wish).

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10 top YouTube tips

YouTubeAs you may know, video marketing is The Next Big Thing. If you don’t include video on your website or blog, you’re missing a really important trick. You may also know that YouTube is owned by Google, and is the world’s second largest search engine.

However, YouTube is not the most intuitive platform to use. So here are my top 10 tips to help you make the best of it.

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Up, Periscope!

PeriscopeHave you heard of Periscope? It’s a new App from Twitter that could be awesome for your business. This guest article is written by Twitter/Periscope expert, Mark Shaw.

Twitter have recently launched a new App called Periscope, It allows you to livestream and to also watch livestreams from your mobile phones. The idea behind Periscope is to allow everyone to discover the world through other people’s eyes.

What if you could see through the eyes of a protestor in a different country, or watch a sunset from a hot air balloon in Africa? This may all sound lovely and yes, I have seen some lovely sights around the globe but for me it’s the business use of this technology that is the most appealing and interesting to me. We now all have a broadcast TV station in our pockets and all we need is wifi or 4g connection and we are broadcasting to a global audience.

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Blocked from Twitter search?

No entryOne of the main advantages of using Twitter is that you can use hashtags to get involved in the conversation around specific topics.

Recently, I was invited to take part in a Twitterchat using #SurreyWISE. I happily tweeted away during the specified time, and included the hashtag as I should. However, none of my tweets appeared in the stream.

Confused, I investigated further.

It seems my account had been blocked from Twitter search. Not sure when. Not sure why.

I Googled and Googled to find a solution.

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How to write your Twitter bio

Twitter bio

My Twitter bio.

It’s harder to write something short than something long.

So this blog post looks at how to write your Twitter biography, which is only 160 characters (equivalent to a tweet of 140 characters plus 20-character username).

It’s relatively easy for a business-owner to write about their business. After all, you are immersed in it for eight or ten (or twenty) hours every working day. The trouble is, you need to write your bio in language that will represent your unique brand identity AND appeal to your target audience AND stand out from your competition AND maybe include a call to action.

Here are some tips to help give your bio more impact…

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